FTC Cracks Down on ‘Natural’ Label Claims

Four companies that market skin care products, shampoos and sunscreens online have agreed to settle Federal Trade Commission (FTC) charges that they falsely claimed that their products are “all natural” or “100% natural,” despite the fact that they contain synthetic ingredients. The commission has also issued a complaint against a fifth company for making similar claims.

Under the proposed settlements, each of the four companies is barred from making similar misrepresentations in the future and must have competent and reliable evidence to substantiate any ingredient-related, environmental, or health claims it makes.

“‘All natural’ or ‘100 percent natural’ means just that—no artificial ingredients or chemicals,” said Jessica Rich, director of the FTC’s Bureau of Consumer Protection. “Companies should take a lesson from these cases.”

According to the FTC, each of the following companies made the all-natural claim in online ads:

Trans-India Products, Inc., doing business as ShiKai, Santa Rosa, CA, markets “All Natural Hand and Body Lotion” and “All Natural Moisturizing Gel” both directly and through third-party websites including walgreens.com and vitacoast.com. The lotion contains dimethicone, ethyhexyl glycerin and phenoxyethanol. The gel contains phenoxyethanol.

Erickson Marketing Group, doing business as Rocky Mountain Sunscreen, Aravada, CO, uses its website to promote “all natural” products such as the “Natural Face Stick,” which contains dimethicone, polyethylene and other synthetic ingredients.

ABS Consumer Products, LLC, doing business as Eden BodyWorks, Memphis, TN, markets hair care products on its own websites and at Walmart.com. It makes “all natural” claims for products including “Coconut Shea All Natural Styling Elixer” and “Jojoba Monoi All Natural Shampoo.” In reality, the FTC says the products contain a range of synthetic ingredients such as polyquaternium-37, phenoxyethanol, caprylyl glycol and polyquaternium-7.

Beyond Coastal, Salt Lake City, UT, uses its website to sell its “Natural Sunscreen SPF 30,” describing it as “100% natural.” However, it also contains dimethicone.

A fifth company, California Naturel, Inc., located in Sausalito, CA, sells supposedly “all natural sunscreen” on its website, though the product contains dimethicone, according to FTC, which has issued a complaint alleging that the company has made deceptive “all natural” claims in violation of Sections 5 and 12 of the FTC Act.